We RA Priority – Continuing the Conversation
Campaign films for Galapagos & NRAS
Film transcript
Just before I was diagnosed I knew something was wrong. I had to spend all my time in bed, my fingers had swollen up to a point where I couldn't put on my shirt and tie anymore. I was a teaching assistant in a school for special needs children. It was a job that I jumped out of bed because I loved it. Unfortunately, had to give it up. It's been really nice to actually have at least one friend like yourself that's been really understanding of my arthritis. It gives me a little bit of hope having you as a friend. There are a number of companies who will support anybody looking for work. My children have never known any different. I think it has made them much more caring kids. More aware of people. Am a mom first and foremost and I have RA. Yes it is part of you but you can still succeed in everything you want to do. You can still live a really successful and happy existence with this condition.
Transcript generated automatically.
A second series of personal films, widening who gets heard.
The brief
Following the launch of We R.A. Priority, Galapagos Biotech and the National Rheumatoid Arthritis Society wanted to continue the conversation.
The first campaign had opened up discussion around rheumatoid arthritis, but there were still more people whose experiences needed to be heard.
Blonde returned to the project with AKT Health Communications to produce the next phase.
The idea
More voices. More visibility. More impact.
The campaign focused on the diversity of experience within the rheumatoid arthritis community, recognising that the condition affects people in different ways.
By giving individuals the space to tell their own stories, the films aimed to help audiences recognise themselves in others and understand the realities of living with RA.
The production
Blonde travelled across the UK to film people living with rheumatoid arthritis.
The films used a simple, honest documentary style, allowing contributors to speak openly about their lives, challenges and experiences.
The resulting content was designed for digital and social channels, extending the reach of the original campaign and bringing new voices into the conversation.
The results
Across the wider campaign:
- An estimated ten million people reached over two years
- More than 35,000 campaign website visits
- More than 3,500 supporters signed up
- More than 1.8 million social video views
- More than seven million editorial reach
- Coverage on This Morning and BBC Radio 4’s Woman’s Hour, alongside national radio and press
The campaign was estimated to have reached more than half of the UK’s rheumatoid arthritis community.
The continued campaign also won Best Use of Content in a Healthcare and Pharma Campaign at the PRWeek UK Healthcare and Pharma Awards and was highly commended at the PMEA Awards.
Blonde’s role
Creative development, patient film production, direction and post-production.
Credits
Client: Galapagos Biotech
Charity partner: National Rheumatoid Arthritis Society
Agency: AKT Health Communications
Production: Blonde
